In the last few months, several quick-service and coffee shop brands have announced promotional initiatives involving limited-edition apparel and accessories, typically handled through their advertising agency or marketing department rather than through a licensing rep:
- Taco Bell partnered with Forever 21 to design an apparel collection including hoodies, bodysuits, tops, and anoraks that feature the Taco Bell logo and/or designs keyed to tacos and spicy/hot flavors. The merchandise is currently being sold in Forever 21’s stores and on its e-commerce site. A runway show and social media campaign supported the launch.
- KFC introduced an online KFC Ltd. Collection that included “fried chicken couture” such as sweatshirts, socks, and enamel pins, along with home décor items such as pillowcases and framed artwork. One of the products, a Zinger sandwich-shaped meteorite, retailed for $20,000, while others were priced as low as $8. Rather than partnering with a designer or retailer, the restaurant chain worked with its ad agency, Weiden & Kennedy, to develop the merchandise, but it said it planned to partner with apparel and lifestyle brands for future collections.
- Starbucks teamed with Skinnydip London for a range of fashionable electronic device cases to highlight its fall pumpkin spiced latte tradition. The three limited-edition, glittery, pumpkin-themed iPhone protectors are available in the U.K. for £14 to £18.
- Dunkin’ Donuts paired with subscription e-commerce company Rue La La for a limited-run merchandise boutique dubbed Girl on the Go: Fall Style Presented by Dunkin’ Donuts. This initiative differs from the others in that the merchandise, which ranges from business apparel to workout clothing, is not branded. The program’s primary purpose is to promote the QSR chain’s DD Perks loyalty program, with DD Perks members, as well as Rue La La members who sign up for DD Perks during a six-week period, receiving 30 days of free shipping on Rue La La.
This type of novelty fashion collaboration is not entirely new, with food and restaurant brands occasionally launching similar programs; Cheetos is one recent example that comes to mind. But the frequency is certainly on the rise. In fact, three of the four restaurant chain examples cited here were announced just last month.
Raugust Communications’ monthly e-newsletter comes out next Tuesday, October 17. The Licensing Topic of the Month is how licensors are increasingly targeting very narrow and specific consumer groups with licensed merchandise. Meanwhile, the Datapoint feature highlights licensed educational products for kids. To receive this free publication, subscribe here.
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